In what is viewed as a major coup for the European organization, G2 Esports has announced that it has partnered with luxury fashion brand Ralph Lauren. As part of the deal, the two parties will collaborate on international campaigns and events, while the pair will develop a host of “digital first” activations on Twitch and TikTok.
Why LoL’s Rekkles will Benefit from the Partnership
The deal will also see Ralph Lauren becoming G2 Esports’ exclusive fashion outfitter, with Martin “Rekkles” Larsson, a leading Leage of Legends pro set to feature in an upcoming campaign surrounding the Wimbledon tennis tournament. Speaking on the announcement, G2 Esports founder and CEO, Carlos “Ocelote” Rodriguez, stated that:
“Today is one of the most special days in my life and G2’s history. A brand I have loved for many years is now part of the G2 family. Ralph Lauren has entered the world of gaming in partnership with G2, and nothing makes us happier and prouder than to be able to execute on their strategy while doing our thing.
With their support, we will continue to thrive and elevate the way we entertain you. As a lifelong gamer and proud founding CEO, seeing Ralph Lauren enter this industry is an incredible moment I will never forget.”
— G2 Esports (@G2esports) June 21, 2021
G2 Esports continues to go big in 2021
2021 has certainly been a busy year for G2, with the European org having also announced partnerships with Betway, Adidas and Bondly. As for Ralph Lauren, they increase their presence in the sporting world, having long been associated with the US Olympic team, well as US and Australian Open tennis.
Having her say on the deal with G2, Ralph Lauren Chief Digital and Content Officer, Alice Delahunt, stated that: “Our partnership with G2 will further the progress we are making to bring our powerful heritage brand to life in authentic ways across new platforms. It also underlines our commitment to engage new consumers – including a generation of digital-natives who participate in gaming as a world-class sport and for entertainment.”